Doritos – The New Kid
In this captivating commercial by Doritos, we're transported into the vibrant and dynamic world of an elementary school bus, setting the stage for a narrative that not only highlights the product but also encapsulates the essence of childhood camaraderie and the joy of sharing. As we delve into the details of this advertisement, it's imperative to recognize how each element synergizes to create a compelling story that resonates with our target demographic while reinforcing the brand's identity as bold and inclusive.
The commercial opens with a heartwarming scene of a young boy receiving a bag of Doritos from a woman, likely his mother, symbolizing the beginning of an adventure as he steps onto the school bus. This initial interaction sets the tone for the advertisement, emphasizing the role of Doritos as a catalyst for social connections and memorable experiences. As the bus journey unfolds, we witness a kaleidoscope of scenes featuring children from various backgrounds, each engaging with the product in a manner that exudes joy, satisfaction, and a sense of belonging.
A pivotal moment in the narrative occurs when a boy in a plaid shirt, dubbed 'The Nook,' becomes the center of attention by sharing his Doritos with fellow passengers. This act of generosity triggers a ripple effect, transforming the bus into a lively social hub where Doritos serve as the common denominator among the children. The dialogue, "Want a Dorito?" followed by the enthusiastic response, "Hey everyone! The Nook is handing out Doritos!" encapsulates the essence of sharing and community, reinforcing the product's role in fostering friendships.
The commercial cleverly utilizes the school bus setting, a microcosm of the school environment, to highlight the universal appeal of Doritos across age groups and social circles. The inclusion of diverse characters, each enjoying the snack, mirrors the brand's target audience, showcasing its relevance and appeal to a broad demographic. The scenes are carefully crafted to ensure that the product placement feels organic and integral to the storyline, rather than forced or overt.
As the bus departs from the 'ELEMENTARY SCHOOL,' a sign reading 'DORITOS PRESENTS THE BOLD' comes into view, followed by the iconic Doritos logo and the tagline 'For the Bold.' This closing shot serves as a powerful brand statement, encapsulating the adventurous spirit and boldness that Doritos embodies. It's a declaration of the brand's commitment to encouraging boldness in everyday situations, such as making new friends and sharing joyful moments.
In conclusion, this Doritos commercial is a masterclass in storytelling, product placement, and brand positioning. It effectively communicates the message that Doritos is more than just a snack; it's a medium through which moments of joy, friendship, and boldness are shared and cherished. As an ad agency presenting this commercial to a client, it's crucial to emphasize the strategic thought behind every element of the advertisement, from the choice of setting and characters to the narrative flow and dialogue. This commercial not only aims to boost product visibility and sales but also to strengthen the emotional connection between the brand and its consumers, positioning Doritos as a brand that champions boldness and inclusivity in every bite.
